Qatari Diar - a major global player in real estate investment - has appointed Doha-based communications agency 'grow' to deliver the branding and communication campaign for the company's first regional development in Tangier, Morocco.
Al Houara is set to be Tangier's new exclusive address and tourism hub with world-class facilities including a five-star hotel, coastal chalets, exhibition centre, golf club, restaurants and a kasbah - an ancient-style bazaar - offering traditional handicrafts.

'grow' will be responsible for developing Al Houara's brand strategy in the lead-up to the project's sales office launch, which is scheduled to open in the coming months .

'In all aspects of Qatari Diar's developments we establish new global standards from master planning to marketing by selecting agencies and partners that are high-calibre specialists in their field,' said Leanne Arnold, Director of Marketing, Qatari Diar.

'Under the direction of 'grow', Al Houara's brand will build on the benchmarks set by Qatari Diar's Lusail development, but will be unique in its own creativity and high-impact marketing,' she said.

grow's Managing Director, Anthony Ryman, added that Al Houara's branding will reflect the cultural significance of Tangier and the development's commitment to fostering a sense of community for visitors and residents.

'The Al Houara branding will echo the development's philosophy of being a sustainable community that is integrated into Tangier's historic area,' explained Ryman. 'Because we are a communications agency grounded in branding, we will develop a holistic, integrated campaign that communicates the experience that Al Houara's guests and investors can expect.'

I think this is the initial project that triggerred the attention for investment in the Tangiers area. It was the initial one, and was significant in cost; but then emaar, big Moroccan groups, and I think the Qatari group is investing more.

I guess Diar is a government owned agency? Right?

Coz I have a feeling that its only once the relationship between both kings become positive that the investment followed.

The powerful vision and world-class design and quality standards that Qatari Diar brings to its developments have led to the company becoming a sought-after development partner around the world.

The Moroccan government has recognized Qatari Diar’s flair for creating stunning and successful environments and has charged the company with creating a tourism and mixed-use development that will stimulate inbound investment.

Al Houara resort in Tangier is Qatari Diar’s first overseas project and is ideally suited to the company’s understanding of the Arab character.

Long popular with Europeans, Morocco is a tourist destination increasingly favoured by Arabs. And Tangier, with its fabled past as a centre for the rich and famous and its proximity to Spain, is uniquely situated as the gateway to Europe.

Al Houara will be a truly Moroccan destination, with the ancient Assilah Fort, a cultural home for artists, being the inspiration and focus for our architect. This will be a unique and natural place where visitors can have a true experience of the authentic and unique Moroccan way of life. And for residents it will combine sand and sea with forest and park, colour and vibrancy with activity and serenity.

The Al Houara site covers approximately 2,300,000 square metres and is a 20-minute drive southwest of Tangier. It boasts 2.5 kilometres of coastline, and the site rises gradually from sea level to potentially provide the majority of properties with sea views. Contained within the resort is an area of lush, natural forest.

With an investment of US$600 million, Al Houara will offer far more than the usual five-star resort. True, it will have a luxury five-star hotel with a stunning spa and a four-star hotel, 18-hole championship golf course, luxury villas and apartments and extensive leisure facilities. But it will also be a community and home to residents who want to live a traditional life in a creative atmosphere.

There will be restaurants, cafes and entertainment facilities for the guests to enjoy during their leisure time. The Kasbah for traditional and cultural handicrafts will allow them to indulge their taste for gifts and mementos and to experience the life of the souk.

An on-site exhibition and convention centre will maximize the use of rental accommodation and bring non-tourist visitors to the resort.

Al Houara will be unique in Morocco, exciting visitors with its flavour of a Moroccan village of 200 years ago while supported with the best contemporary services, infrastructure and outstanding architectural design and building quality.

The customers have two options for purchasing:
- The private Use
- PURE (Personal Use, Rental, and Exchange).

• Only relevant for people interested in PURE.
Property Owners will be offered privileged access to the Diar Club, a luxury lifestyle programme only available to owners of Qatari Diar resorts developments worldwide. The Diar Club not only offers full property management and hospitality services to ensure your home is always well maintained and ready for occupancy but also offers a personal concierge service to organsie all aspects of your Al Houara experience. In addition, when your property is not occupied, the Diar Club offers a rental service to generate income through the largest rental network of vacation villas and apartments worldwide. Plus, with its affiliation to the Registry Collection, you will be able to exchange vacation time with other owners of similar luxury resorts in the most distinctive locations around the world.

We offer two purchase options: Private Use or a combination of Personal Use, Rental and Exchange ("PURE"). Where the Private Use option is for people who desires to own their very own residential or holiday home, the PURE option are for investors who looks for a mix rental investment income managed by an international property management company and flexible personal use of their own unit or hundreds of luxury resort properties across the world.

Payment Structure:

• 50,000 Moroccan Dirham’s (equal to approximately € 5,000) is required to reserve the unit for 21 days (fully refundable in case of purchase)
• 20% of the purchase price is payable within 21 days of reservation
• 30% of the purchase price is payable once the foundations of your unit has been laid (approximately March 2008)
• 20% of the purchase price is payable once the roof of your unit has been constructed (approximately July 2008)
• Balance of 30% is due on the date of your units completion and transfer of ownership (scheduled for August 2009)

Mortgage financing is available with Banque Populaire in Morocco (which we can help facilitate on your behalf).

If you would like to learn more about this exciting real estate investment opportunity then we will be happy to organize a meeting at a time convenient to you, to present you the different Al Houara properties and all the benefits, amenities and lifestyle that come with an investment in the Al Houara Resort.